第7章 市場規模、予測、部門業績

第8章 ブランドと企業

第9章 市場シェア

要点

市場は再編中

第10章 消費者：牛乳の利用

第11章 消費者：牛乳の品質（種類別）

第12章 消費者：牛乳を飲む機会

第13章 消費者：液乳の購入を促進する特徴

第14章 消費者：粉乳（粉ミルク）への考え方

第15章 消費者：製品の安全性への考え方

第16章 消費者：輸入ブランドへの考え方

第17章 消費者：価格設定と贈答用への考え方

第18章〜第24章 付録

目次

“The milk market has been in the process of reshuffle with many
large-scale merger and acquisition deals in 2013. The tightening regulations
and stricter rules implemented by the government tend to indirectly encourage
the reshuffle of this market. In the near future, small operators are likely
to face increasing pressures resulting in further consolidation.” -
David Zhang, Research Analyst.

This report looks at the following areas:

Is the future bright for pasteurised milk?

Could social media and customised products target the young?

Is there potential in milk drinks for men?

Although the notorious melamine scandal has passed its sixth anniversary, the
memory seems to be fresh among many consumers. Re-establishing the long-lost
trust between milk brands, in particular those domestic ones, and consumers
tends to be the key theme. Brands put great effort to convince their consumers
but the journey is deemed to be tough. Meanwhile, premium milk products and
imported brands have benefited from consumers' concerns over product quality.
Consumers are voluntarily trading up either by purchasing premium milk or
imported products to reduce their risk of being exposed under any new
scandals. This certainly will drive those segments gaining greater shares in
the years to come.

It's not all bad news for domestic brands. Thanks to their deeper
understanding of local cultures and the significant difference among
consumers' milk-drinking habits from different regions or cities, domestic
brands are likely to find themselves in a better position when it comes to new
product development compared to their international counterparts.

18. Appendix - Change in Frequency of Buying Milk in Last Six Months

Figure 78: Change in frequency of buying milk in last six months, January
2014

Figure 79: Change in frequency of buying milk in last six months - Any, by
demographics, January 2014

Figure 80: Change in frequency of buying milk in last six months - Chilled
plain milk, by demographics, January 2014

Figure 81: Change in frequency of buying milk in last six months -
Ultra-high-temperature (UHT)/long life plain milk, by demographics, January
2014

Figure 82: Change in frequency of buying milk in last six months -
Flavoured milk, by demographics, January 2014

Figure 83: Change in frequency of buying milk in last six months -
Skimmed/semi-skimmed milk, by demographics, January 2014

Figure 84: Change in frequency of buying milk in last six months -
Lactose-free milk, by demographics, January 2014

Figure 85: Change in frequency of buying milk in last six months - Premium
milk, by demographics, January 2014

Figure 86: Change in frequency of buying milk in last six months - Milk
powder, by demographics, January 2014

Figure 87: Change in frequency of buying milk in last six months, by most
popular features to encourage consumers to pay more for liquid milk, January
2014

Figure 88: Change in frequency of buying milk in last six months, by next
most popular features to encourage consumers to pay more for liquid milk,
January 2014

Figure 89: Change in frequency of buying milk in last six months, by most
popular attitudes towards milk powder, January 2014

Figure 90: Change in frequency of buying milk in last six months, by next
most popular attitudes towards milk powder, January 2014

Figure 91: Change in frequency of buying milk in last six months, by
agreement with the statement ‘The milk scandals in China in recent years
have put me off buying milk', January 2014

Figure 92: Change in frequency of buying milk in last six months, by
agreement with the statement ‘Milk packaging should provide detailed
information about the product', January 2014

Figure 93: Change in frequency of buying milk in last six months, by
agreement with the statement ‘Green/organic claims of domestic milk
products are unconvincing', January 2014

Figure 94: Change in frequency of buying milk in last six months, by
agreement with the statement ‘Milk products from domestic brands are
fresher than imported ones', January 2014

Figure 95: Change in frequency of buying milk in last six months, by
agreement with the statement ‘Imported milk is safer to drink than
domestic milk', January 2014

Figure 96: Change in frequency of buying milk in last six months, by
agreement with the statement ‘Imported milk tastes better than domestic
ones', January 2014

Figure 97: Change in frequency of buying milk in last six months, by
agreement with the statement ‘There is a lack of variety of flavours
available for flavoured milk', January 2014

Figure 98: Change in frequency of buying milk in last six months, by
agreement with the statement ‘Flavoured milk tastes better than plain
milk', January 2014

Figure 99: Change in frequency of buying milk in last six months, by
agreement with the statement ‘Milk is overpriced', January 2014

Figure 100: Change in frequency of buying milk in last six months, by
agreement with the statement ‘Higher-priced milk is safer to drink',
January 2014

Figure 101: Change in frequency of buying milk in last six months, by
agreement with the statement ‘There is a noticeable difference in
quality between premium milk and mass milk products', January 2014

Figure 102: Change in frequency of buying milk in last six months, by
agreement with the statement ‘Premium liquid milk is suitable for
gifting', January 2014

Figure 103: Change in frequency of buying milk in last six months, by
agreement with the statement ‘There is a lack of premium milk products
that are suitable as a gift', January 2014

19. Appendix - Attitudes towards Different Types of Milk

Figure 104: Attitudes towards different types of milk, January 2014

Figure 105: Most popular attitudes towards different types of milk -
Chilled plain milk, by demographics, January 2014

Figure 106: Next most popular attitudes towards different types of milk -
Chilled plain milk, by demographics, January 2014

Figure 107: Most popular attitudes towards different types of milk -
Ultra-high-temperature (UHT)/long life plain milk, by demographics, January
2014

Figure 108: Next most popular attitudes towards different types of milk -
Ultra-high-temperature (UHT)/long life plain milk, by demographics, January
2014

Figure 109: Most popular attitudes towards different types of milk -
Flavoured milk, by demographics, January 2014

Figure 110: Next most popular attitudes towards different types of milk -
Flavoured milk, by demographics, January 2014

Figure 111: Most popular attitudes towards different types of milk - Milk
powder, by demographics, January 2014

Figure 112: Next most popular attitudes towards different types of milk -
Milk powder, by demographics, January 2014

20. Appendix - Milk Drinking Occasions

Figure 113: Milk drinking occasions, January 2014

Figure 114: Most popular milk drinking occasions, by demographics, January
2014

Figure 115: Next most popular milk drinking occasions, by demographics,
January 2014

Figure 116: Other milk drinking occasions, by demographics, January 2014

Figure 117: Milk drinking occasions, by change in frequency of buying milk
in last six months - Any, January 2014

Figure 118: Milk drinking occasions, by change in frequency of buying milk
in last six months - Chilled plain milk, January 201

Figure 119: Milk drinking occasions, by change in frequency of buying milk
in last six months - Ultra-high-temperature (UHT)/long life plain milk,
January 2014

Figure 120: Milk drinking occasions, by change in frequency of buying milk
in last six months - Flavoured milk, January 2014

Figure 121: Milk drinking occasions, by change in frequency of buying milk
in last six months - Skimmed/semi-skimmed milk, January 2014

Figure 122: Milk drinking occasions, by change in frequency of buying milk
in last six months - Lactose-free milk, January 2014

Figure 123: Milk drinking occasions, by change in frequency of buying milk
in last six months - Premium milk, January 2014

Figure 124: Milk drinking occasions, by change in frequency of buying milk
in last six months - Milk powder, January 2014

Figure 125: Milk drinking occasions, by agreement with the statement
‘The milk scandals in China in recent years have put me off buying
milk', January 2014

Figure 126: Milk drinking occasions, by agreement with the statement
‘Milk packaging should provide detailed information about the product',
January 2014

Figure 127: Milk drinking occasions, by agreement with the statement
‘Green/organic claims of domestic milk products are unconvincing',
January 2014

Figure 128: Milk drinking occasions, by agreement with the statement
‘Milk products from domestic brands are fresher than imported ones',
January 2014

Figure 129: Milk drinking occasions, by agreement with the statement
‘Imported milk is safer to drink than domestic milk', January 2014